地方性知识如何参与乡村媒介行动:“土味”短视频传播的人类学考察

How Local Knowledge Participates in Rural Media Action:An Anthropological Examination of Short Videos with a“Local Flavour”

人类学有关地方性知识的论说,以“情境”“特定”“专属”等特征与前现代/传统社会的特定时空、地方和人群相联系。在传媒技术、话语生态快速迭代的当前社会语境下,众多“土味”短视频凭借低门槛、高弥散的媒介技术属性全面介入日常生活,也在中国城乡关系的重构过程中拓展了地方性知识嵌入媒介社会行动的新讨论空间。本研究凸显媒介空间地方性知识的实践面向,基于一个西北乡村媒介生活图景的民族志深描,从符号人类学视域出发考察乡村日常生活的符号化与媒介化的具身实践,观照“刷”短视频这一微观身体操演中隐含的知识平权、信息扁平和基层主体身份意识的建构和表达,从而在媒介符号“可见性”“可供性”与“可刷性”的复杂关联中看到,地方性知识不仅作为一种知识要素嵌入了“土味”乡村的媒介符号图景,也作为重要的行动路径折射出乡村民众从“地方”这一特定历史位置参与当下媒介世界的复杂经验和主体意义。

The anthropological discourse on local knowledge,characterised by the concepts of context,specificity,and exclusivity,is associated with specific times,spaces,places,and populations in pre-modern/traditional societies.In the current social context of rapid iterations of media technology and discourse ecology,numerous“local flavour”short videos,with low-barrier and highly dispersive media technology attributes,have fully penetrated daily life.This phenomenon has expanded the space for discussing how local knowledge can be embedded into media-based social actions during the reconstruction of urban-rural relations in China.This study highlights the practical aspect of local knowledge in the media space.Based on an ethnographic deep description of social media depictions of daily life in a village in northwestern China,the study examines the embodied practices of symbolisation and mediatisation of rural daily life from the perspective of symbolic anthropology.It considers the implicit construction and expression of knowledge equality,information flattening,and grassroots subject identity awareness in the microscopic bodily practice of“browsing”short videos.Within the complex association of media symbols'visibility,affordance,and browsability,it is observed that local knowledge not only embeds itself as a knowledge element in the media symbolic landscape of rustic villages,but also represents an important action path,reflecting the complex experiences and subjective meanings of rural people participating in the current media world from the specific historical position of locality.